Eliminating Friction in Customer Experience: Onfido's Acquisition of Airside Mobile

The ability to register for a service in a seamless, friction-free way is an essential but often overlooked part of the customer experience (CX). We’re all familiar with the concept of providing connected, engaging CX across marketing, sales and customer service channels. Over the last couple of years, the importance of supply chain transparency has also become key to CX. However, when it comes to registering for services that need to verifiably identify you, the process can be far from friction-free. This can encourage users to abandon registration and look elsewhere for more easily accessible services, which reflects the changes we’re seeing in the buyer’s journey (both B2B and B2C).

The international automated identity verification platform Onfido is seeking to address this issue, by using scanners to gather and match documentary and biometric information. Today they announced the acquisition of private, digital identity sharing technology platform Airside Mobile. Airside, through its Airside Digital Identity App, allows users to carry their digital identities on their smartphones. Once verified, the identity can be used to access many services without the need to re-verify.

Onfido CEO Mike Tuchen said that they plan to take Airside’s approach and apply it to other sectors requiring high customer assurance, such as financial services, providing a single, trusted view of each customer’s identity. This addition to Onfido’s technology stack should help businesses facilitate smoother, more secure sign-up processes for their customers, while also improving the overall customer experience.

Originally reported by Martech: https://martech.org/sign-up-is-part-of-the-customer-experience/
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